Roger Vivier’s campaign video starring Allen Ren hit over 10 million views within 6 hours.
OVERVIEW
On July 5, French luxury designer label Roger Vivier announced homegrown actor and singer Allen Ren as brand ambassador for its fall/winter 2022 collection. The campaign video, in which the star is shown preparing for a first date, explores how different situations affect our mentality — and even identity. In a statement, the brand noted how Ren’s bold commitment to art and aesthetics aligns with its DNA.
NETIZEN REACTION
The campaign hashtags #RogerVivierBrandAmbassador and #Exciting (扣任心弦) received a combined viewership of 70 million within 6 hours. The 70-second campaign video starring the actor hit over 10 million views on his own Weibo account thanks to his 24.3 million followers. This significant online engagement has converted to sales, with the products styled by Ren becoming bestsellers at the group’s Tmall flagship stores and offline boutiques.
VERDICT
Since the luxury shoemaker appointed Chinese Gen Z musician Ouyang Nana as brand ambassador in 2019, the business has successfully reached young local shoppers and reinvigorated its brand image in the domestic market. And now this partnership with the actor can help the house reach a wider demographic. Not only does Ren have a solid fanbase of women and girls, but he will also give Roger Vivier’s men’s products a stronger presence with his endorsement. Continue to read the full article here
